MARCH 26 PODCAST: BEN MCWHORTER TIPS ON IMPROVING RADIO

It all depends on being local…the most control you can have over revenue is with local direct clients. And the thing I did at my last station was hire a creative director, a copywriter.

Salespeople, as a general rule, can’t write good copy. And if the copy isn’t good, the results aren’t there.

Most people in the industry don’t understand supply and demand. At WIVK, we used to run only 12 units an hour after morning drive. It didn’t matter if it was a 30 or a 60, a unit was a unit. Today, they don’t know how to manage their dam inventory. Instead of moving the rates up and down like the airline and hotel industry, they just add more units. I monitored a station here in Knoxville and they had a set of 12 commercials non-stop. That drives people away.

The real broadcasters aren’t running these stations. Accountants are running these stations.

Ben McWhorter, Broadcast Sales Executive and Consultant

Listen to my interview with Ben starting March 26. If you’re in the business, you’ll learn from one of the best. He’ll now be a regular guest on Simon Says on a variety of topics.

MARCH 26 PODCAST: BEN MCWHORTER TIPS ON IMPROVING RADIO

 
 
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4 thoughts on “MARCH 26 PODCAST: BEN MCWHORTER TIPS ON IMPROVING RADIO”

    1. Don, it is great to hear from you online. You are one of the best sales managers I have ever been around along with Ben McWhorter. I hope your golf game is doing well!

  1. I’m in agreement with his observation. I keep the music-intensive FM in my building at a max of five consecutive units in a pod with 10 units hourly; 13 in am/pm drive. Full-Service AM varies by program. Lots of short stops in all-news morning, one stop each half hour the rest of the day with ads embedded in top and bottom hour news. And, we are an intensely local small market station. Jay LeSeure, Ottawa IL

    1. I enjoyed reading the schedule your programs. It gives me insight and inspiration for scheduling episodes and time. After all a podcast is like a mini radio station

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